#103 Navigating Social Media's 'Penalties,' SEO Priorities for 2024, and Essential Web Tools
🚀 Episode Overview:
Join Jonny Ross and Pascal Fintoni for a deep dive into effective website strategies and the latest in SEO for 2024. This episode covers practical tips on social media linking, the importance of SEO, and the tools every website manager needs.
đź“Ś Episode Highlights:
- Welcome & Introduction
- Hosts: Jonny Ross & Pascal Fintoni
- Focus: Enhancing your website's impact and pride in your digital presence.
- You Ask, We Answer
- Topic: Do social media platforms penalize links to external websites?
- Insight: Jonny and Pascal debunk myths and discuss strategies to use social media effectively without harming your site's traffic.
- Website Stories
- Feature: Review of "5 SEO Strategies to Embrace in 2024" by Chitra Iyer on CMSWire.
- Discussion: Trends in SEO that emphasize user intent, multi-platform strategy, and the shift from keywords to comprehensive digital presence.
- The Website Engine Room
- Tools Highlighted:Jonny’s Pick: Linked Helper - Enhances LinkedIn activity through automation.
- Pascal’s Recommendation: EmbedResponsively.com - Ensures videos are displayed optimally on all devices.
- The Website Call to Action
- Jonny’s Tip: Implement AI chatbots to improve real-time interaction on your site.
- Pascal’s Advice: Pre-plan content for industry events to ensure timely and relevant updates.
đź”— Useful Links:
📅 What’s Next:
Stay tuned for the next episode where we will unveil a special announcement in our Website Engine Room segment! Visit 90daymarketingmastery.com for more information and to book your discovery call.
📬 Get Involved:
Implement the tips from today’s episode and share your results with us for a chance to be featured on the show!
đź‘‹ Parting Note:
Enjoy a creative montage as you jot down your action steps from today's insights. Don’t forget to follow or subscribe for more valuable episodes!
Chapters:
-
Introduction
Introduction to episode 25 of the 90-day website mastery podcast and discussion about the purpose of the podcast.
-
You Ask, We Answer
Discussion
about the relationship between social media, websites, and YouTube. The
impact of sharing website links on social media posts and the behavior
of users in interacting with posts.
-
Website Stories
Discussion
of an article about 5 SEO strategies to embrace in 2024. The evolving
role of search engine optimization and its impact on audience intent and
content ecosystems.
-
Website Engine Room
Recommendations
for using Linked Helper to automate tasks on LinkedIn and
embedresponsively.com to create responsive videos for websites.
-
Website Call to Action
Recommendation
to research and implement an AI chatbot on websites to enhance
engagement and responsiveness. Also, the importance of preparing for
industry events to create seamless event roundups.
-
Discovery Call Booking
Information on booking a discovery call with the hosts.
-
Engagement Request
Encouragement to engage by sharing and subscribing.
-
Audience Engagement
Importance of audience engagement and call to action.
-
Closing Remarks
Farewell and announcement of a fun video and audio montage.
Transcript
Hello and welcome. It is episode 25 of
Speaker:the 90 Day Website Mastery podcast. This
Speaker:is the companion to the 90 Day Website
Speaker:Mastery program. As I said, we're on
Speaker:episode 25. We wanted to find a way to
Speaker:continue to share more advice and
Speaker:insights about making your website work
Speaker:harder and for you to feel proud about
Speaker:your website again. And with my co-host
Speaker:Pascal Fintoni, good to have you back
Speaker:Pascal.
Speaker:Thank you very much and you know what's
Speaker:exciting So not only are we here to
Speaker:provide value and practical advice to our
Speaker:audience, but this is also good for you
Speaker:and I to catch up from time to time and
Speaker:just, you know, find a way to summarize
Speaker:what we've been up to in terms of our
Speaker:work with, in terms of speaking at
Speaker:events, by the Wonders website, internet
Speaker:and content marketing, in terms of our
Speaker:consultancy and more. Because it changes
Speaker:quite rapidly. And I don't mean to say
Speaker:the technology, but actually the approach
Speaker:and mindset to get better results and to
Speaker:be proud of your website. You know,
Speaker:there's always a movement forward that I
Speaker:think this show is helping us capture.
Speaker:I see this as a therapy session. It's a
Speaker:place for me to be able to think and
Speaker:reflect. And you were saying that there's
Speaker:so much change and it's not just tools,
Speaker:but the tools are just crazy at the
Speaker:moment. I mean, there's just so many. But
Speaker:as you say, the mindset and the way
Speaker:communication needs to adapt for
Speaker:different generations. It, yeah, I see
Speaker:this as a bit of a therapy session in,
Speaker:in, in, in being able to reflect on
Speaker:what's going on. So yeah, I really enjoy
Speaker:it. And we've got 4 segments in every
Speaker:show. So we've got the, you ask, we
Speaker:answer where we have a look at something
Speaker:that perhaps a client has said to us or
Speaker:something that we've spotted or perhaps
Speaker:you as our listeners as our viewers have
Speaker:asked us a question and we dissect it.
Speaker:We've got the website stories where we
Speaker:found an article or a video or a podcast
Speaker:where we discuss and debate. We also have
Speaker:the website engine room, which is an app
Speaker:that Pascal and myself, 2 apps in total,
Speaker:come up with to make your life easier as
Speaker:a website manager and website content
Speaker:creator ultimately helping you ensure
Speaker:that you are feeling more proud of your
Speaker:website or even proud of your website
Speaker:again. And lastly we have the call to
Speaker:action the website call to action where
Speaker:we give you 1 change or adjustment that
Speaker:you should be making to your website
Speaker:right now. So we will start with You Ask,
Speaker:We Answer, and I will hand over to Pascal
Speaker:in just 1 second. ♪♪
Speaker:Thank you very much, Jonny, for the
Speaker:introduction. So in You Ask, We Answer,
Speaker:we usually pick a question that perhaps
Speaker:we had during an event that we attended,
Speaker:maybe during a one-to-one consultancy.
Speaker:And this is very much the case in this 1.
Speaker:I was with a client about a week ago or
Speaker:so, and we were talking about the
Speaker:relationship between social media,
Speaker:between websites, and YouTube, and Google
Speaker:Business Profiling, all those kind of
Speaker:crazy ecosystem. And this is pretty much
Speaker:what I heard, and I've heard this so many
Speaker:times. Is it true that you get penalized
Speaker:on social media if you share a link to
Speaker:your website on the post? And the
Speaker:reaction was, so what's the point of
Speaker:social media and how can I get more
Speaker:traffic to my website from LinkedIn,
Speaker:Facebook or X? What's see you Johnny Ross
Speaker:penalties or just a myth?
Speaker:Well, the, the point of social media is
Speaker:certainly not to get traffic on your
Speaker:website. I'm afraid to tell you, if
Speaker:you're watching or listening right now,
Speaker:don't see social media as the answer.
Speaker:It's part of the, the story is part of
Speaker:the solution, but it's where it's the
Speaker:conversation, the clue is in the word
Speaker:social. It's a conversation, it's a place
Speaker:to create a community to have that
Speaker:conversation. I think I'm a touch torn on
Speaker:this but I think that is more myth than
Speaker:black and white fact I think it's about
Speaker:really considering the behavior of people
Speaker:and how they interact with posts. So
Speaker:what's been said for many, for a number
Speaker:of years now is if you put a link on that
Speaker:post, the algorithm is less likely to
Speaker:show that post because LinkedIn don't
Speaker:want to send you outside of the
Speaker:ecosystem. Ecosystem. And I think the
Speaker:element of truth there is that users,
Speaker:people, people that follow you are less
Speaker:likely to click a link on a post unless
Speaker:there's a really good reason. And I think
Speaker:that behavior has taught LinkedIn and
Speaker:also made, brought this conversation to
Speaker:light. So in terms of, does it penalize
Speaker:you? Well, I don't know how much it
Speaker:affects the algorithm. Do people click it
Speaker:only if it's very compelling? So I think
Speaker:there is an element of bearing in mind
Speaker:why you're putting the link and what the
Speaker:strength of the link is. And likewise,
Speaker:it's a bit like whether you should be
Speaker:uploading a video directly to LinkedIn or
Speaker:whether you should be sharing a YouTube
Speaker:video. For many years, people have been
Speaker:saying, well, if you share a YouTube
Speaker:video, LinkedIn is less likely to share
Speaker:it on the algorithm because they don't
Speaker:want to send people off. But I think
Speaker:ultimately, if it's a native video on the
Speaker:platform, it automatically plays straight
Speaker:away, it's mobile friendly, compared to
Speaker:YouTube where you've got to click and
Speaker:then it sends you to an app and it gets
Speaker:you to try and sign in, try and sell you
Speaker:a monthly fee and all of that stuff. And
Speaker:I think that in itself is off-putting. So
Speaker:I don't know if I've given you a definite
Speaker:answer here, Pascal, but you've got to
Speaker:have a compelling reason as to why you're
Speaker:putting the link there in the first
Speaker:place.
Speaker:And for me, I join you in that because
Speaker:it's back to the many debates I have with
Speaker:other social media practitioners about
Speaker:causation and correlation. I think you've
Speaker:got to be very, very careful not to
Speaker:conclude something based on what you can
Speaker:observe. So I think you're right.
Speaker:Ultimately, if I am on LinkedIn and I've
Speaker:chosen to spend a quarter of an hour to
Speaker:go through my feed, I will not
Speaker:essentially then click on the link to
Speaker:kind of jeopardize the time that I want
Speaker:to spend on LinkedIn unless the
Speaker:invitation is very, very compelling. So
Speaker:people could ask, well, what do you mean,
Speaker:Pascal? I'd say, well, instead of saying
Speaker:to somebody, hey, I've written a new blog
Speaker:post, here's a link, go check it out.
Speaker:Perhaps you could word it in a more
Speaker:conversational manner, back to your
Speaker:point, Ernst, saying, I've written this
Speaker:article, but I'm unsure whether I've got
Speaker:it right, or I would welcome some
Speaker:different opinions or I'm lacking data
Speaker:and so you want to engage people into a
Speaker:conversation in a way where we're saying
Speaker:go check it out because I'm not sure I've
Speaker:got it completely right or you've got
Speaker:something that is almost premium. I've
Speaker:got a brand new ebook, I've got a new
Speaker:webinar series available for free and so
Speaker:on. So it's something that has to
Speaker:essentially be more attractive than
Speaker:staying on LinkedIn, Facebook, X,
Speaker:Pinterest, TikTok and so on. And that to
Speaker:me is the key. So when, I think we missed
Speaker:the appearance of penalty. I don't
Speaker:imagine that people at, let's say,
Speaker:LinkedIn, which was the question I was
Speaker:asked, spend time in the office thinking,
Speaker:how can we punish people who are trying
Speaker:to, you know, bring value to their
Speaker:community? But here it is. Typically,
Speaker:when you have a link in a post, a post is
Speaker:very short and there's nothing else to go
Speaker:with it. So what there is as a real kind
Speaker:of value indicator is dwell time,
Speaker:particularly with mobile phone users. So
Speaker:if somebody sees a short, sharp
Speaker:announcement that there is new content to
Speaker:check out or an event to join and it hits
Speaker:a hyperlink to Eventbrite, they're going
Speaker:to pass very quickly. They may even make
Speaker:a mental note to look it up again and of
Speaker:course they won't. So the dwell time is
Speaker:going to be so brief that it sends a
Speaker:signal to the platform that this is of no
Speaker:interest to you. And we know enough about
Speaker:the behavior of LinkedIn, I'm guessing,
Speaker:Meta, and others are doing the same,
Speaker:which is, you know, they do a test. So
Speaker:if, Johnny, you publish something on
Speaker:LinkedIn now, a small percentage of your
Speaker:network is going to see it. And if
Speaker:they're reacting to whether it's
Speaker:positive, dwell time and a few likes,
Speaker:comments and shares, then more of your
Speaker:network will see it. So the penalty is
Speaker:more about the lack of interaction with a
Speaker:post that appears to have little value.
Speaker:But I don't believe that there is a rule
Speaker:that says, if there is a hyperlink, kill
Speaker:the post. I think it's more the nature of
Speaker:the post that comes with the hyperlink is
Speaker:usually not in line with the kind of
Speaker:content people find interesting.
Speaker:Yeah, yeah. And I think that you've just
Speaker:mentioned for me a bit of a golden
Speaker:nugget, that dwell time. If you can
Speaker:create something, because people don't
Speaker:always like or comment or share, but they
Speaker:are interested in stalking, they are
Speaker:interested in reading things if it's of
Speaker:interest and if you can get that dwell
Speaker:time I've seen many experiments were just
Speaker:giving the platform an element of. I've
Speaker:spent time looking at this and all of a
Speaker:sudden you start seeing a lot more of it.
Speaker:So focus on, as always, high quality
Speaker:content that's gonna engage with the
Speaker:audience that you're actually wanting to
Speaker:engage with. And that is more the secret
Speaker:to whether a link should be in the post
Speaker:or not.
Speaker:Yeah, and for me, play the game. Put a
Speaker:video natively, put the link. Play the
Speaker:game, put a carousel and put the link. So
Speaker:you're gonna get the dwell time, write a
Speaker:long form thought piece and put the link.
Speaker:You know what I mean? So do it properly
Speaker:as opposed to a short, sharp announcement
Speaker:that almost looked like a semi advert of
Speaker:sort.
Speaker:Absolutely. Let's move on to our next
Speaker:segment, which is website stories.
Speaker:So for episode 25, we've chosen an
Speaker:article, Johnny, from CMSY.com. They've
Speaker:been on the show before. And this is
Speaker:written by digital marketing expert and
Speaker:freelance writer, Shetra Ayya. And this
Speaker:is about 5 SEO strategies to embrace in
Speaker:2024. And I have to tell you, SEO was my
Speaker:first kind of entry into the world of
Speaker:training and consultancy, and I'm a
Speaker:sucker. If I see things to do with SEO
Speaker:strategies and things that can help us
Speaker:think about what it means today. I'm all
Speaker:for it. So I would encourage people to
Speaker:follow the hyperlink in the show notes,
Speaker:and what I'm gonna give you, everyone,
Speaker:and Johnny, it's a summary of the key
Speaker:elements. And I'm gonna end with a
Speaker:question, which is all to do with the
Speaker:weather, 20, 30 years later, indeed, the
Speaker:acronym SEO needs to be given a whole new
Speaker:meaning. But the the article is very well
Speaker:written, there's a lot of quotes from
Speaker:expert, this is very well researched by
Speaker:Chitra and I really really think it's a
Speaker:great example of what we were talking
Speaker:about earlier, about how to get social
Speaker:media engagement. So the whole basis is
Speaker:that the function of search engine
Speaker:optimization, whether it's a full-time
Speaker:occupation or 1 of the plates spinning,
Speaker:you know, for as part of your busy week,
Speaker:has really moved on from researching
Speaker:keywords and talking keywords on the
Speaker:page. And this is really now a lot more
Speaker:about attending the audience, their
Speaker:intent, and also understanding the entire
Speaker:spectrum of questions and topics that
Speaker:would arise during the client's research
Speaker:and selection process. So it's a lot more
Speaker:interesting I think than just I have
Speaker:something to sell, what are the keywords
Speaker:or long tail keywords to try and get
Speaker:buyers. You know I think we want to
Speaker:attract interest from the early stage of
Speaker:research. The other thing that is
Speaker:fascinating to me and that was shown in
Speaker:the article is that the function also
Speaker:needs to move away from just search
Speaker:engines. People now look at information
Speaker:in so many different ways. And they were
Speaker:saying is that you want to start to have
Speaker:a strategy that is multi-platform,
Speaker:TikTok, Amazon, Reddit. If you're into
Speaker:the industry, Skyscanner, if you're into
Speaker:food and drink, where do they go for
Speaker:their recipes and so on. So you have to
Speaker:have a multi-platform and a content
Speaker:ecosystem fully mapped out, which leads
Speaker:therefore for you to have understood the
Speaker:topic clusters, the hub, and of course,
Speaker:what is being called rather grandly, the
Speaker:semantic search, this idea of search
Speaker:finding the context of location, intent,
Speaker:and so on. 1 that surprised me, because
Speaker:my position is that it's happening
Speaker:already, they were saying, now, those in
Speaker:charge of SEO should collaborate with
Speaker:other teams and departments. And I was
Speaker:like, well, surely they are already, but
Speaker:perhaps you'd correct me, I'm joining
Speaker:with your own research, but saying, you
Speaker:know, talk to people in sales, product
Speaker:development, PR, customer service, and so
Speaker:on. I said, well, that seems like an
Speaker:obvious advice, but why not? And what
Speaker:they were saying is that those in charge
Speaker:of SEO should study extensively the
Speaker:search engine results pages and literally
Speaker:explain to their colleagues have you seen
Speaker:what's happening right now have you seen
Speaker:the way Google lays things down obviously
Speaker:the different panels and that kind of
Speaker:things, but also of course the forums and
Speaker:more. And you've got to educate and
Speaker:inform yourself about the impact of
Speaker:AI-powered search results. And you and I
Speaker:have discussed it actually in previous
Speaker:results. So what is happening to Google,
Speaker:to Bing, to Yahoo, many others in their
Speaker:attempt, of course, to keep their
Speaker:searches happy. And that layout, as I
Speaker:would call it, is changing so
Speaker:dramatically that it's having an impact
Speaker:on all of us. But really, this article is
Speaker:wonderful because it suggests that those
Speaker:3 letters are hiding actually a far more
Speaker:exciting and interesting function to
Speaker:begin with, but it may well be that it is
Speaker:time to change the meaning. But before I
Speaker:give you my suggestion of what SEO should
Speaker:mean nowadays, Your reaction to the
Speaker:advice given by this article?
Speaker:You say that there's more excitement
Speaker:behind SEO and what it stands for.
Speaker:Actually, that technical SEO gets me
Speaker:really excited. Whether that's geeky or
Speaker:not, I really like the technical side and
Speaker:playing the game of climbing that ladder.
Speaker:However, the point you're making was not
Speaker:that. The point you're making is so true
Speaker:that it's we need to you know we need to
Speaker:be thinking about personalization, we
Speaker:need to be thinking about user
Speaker:experience, integration, emerging
Speaker:technologies, all you know the AI, the
Speaker:machine learning and even sustainability
Speaker:to some extent. So it's about it
Speaker:encompasses so much more than pleasing
Speaker:Google or pleasing yeah even even
Speaker:pleasing TikTok even what I agree in
Speaker:terms of the platform I'm terrible for
Speaker:using the word Google all the time, but I
Speaker:must admit whenever I use that word, I
Speaker:actually mean any platform because you're
Speaker:optimizing on whatever the platform is,
Speaker:even if that's face to face in a room. It
Speaker:doesn't really matter. It's about how you
Speaker:optimize to find clients, to keep clients
Speaker:and to find clients ultimately. And so it
Speaker:encompasses so much more. I think it's
Speaker:important to definitely have a mindset of
Speaker:moving away from that traditional, for
Speaker:example, keyword density. I've got, it's
Speaker:a bit frustrating, I've still got a
Speaker:client that is, oh, whatever I say and
Speaker:whatever I, hopefully they're not
Speaker:listening and they won't realize who I'm
Speaker:talking about but If they are hello But
Speaker:they're forever asking me specifically on
Speaker:that keyword density and And I'm like,
Speaker:will you stop it? Stop being so
Speaker:prescriptive. Times have moved on way
Speaker:past that. And it's, yes, of course,
Speaker:there has to be context, there has to be
Speaker:understanding, but it's more about the
Speaker:engagement, the value you're adding. Is
Speaker:it helpful? Is it resourceful? Way more.
Speaker:So what SEO becomes, I'm not sure, I
Speaker:can't predict the future, but for sure we
Speaker:need to take into account way more, way
Speaker:more.
Speaker:Yeah, and I love the way it begins, this
Speaker:article, this idea of it is your role to
Speaker:educate your colleagues in a way, and by
Speaker:extension, you and I are clients, that
Speaker:you have to cover the full spectrum of
Speaker:questions and topics that a future
Speaker:customer is likely to use, whether they
Speaker:use voice or they use typing on the
Speaker:keyboard, or even just the prompts
Speaker:offered by the search engine. So you and
Speaker:I talked about, look what's happening on
Speaker:Google when they say people also asked,
Speaker:you know, and then that panel of
Speaker:question, you have to have that covered
Speaker:on your website. And I said to my
Speaker:clients, and don't worry that others have
Speaker:done it already. What matters is that you
Speaker:are not covering those questions, you
Speaker:know, for, for your customers, But time
Speaker:is against us. So here's my kind of
Speaker:proposition to you today about SEO. I
Speaker:believe that, bear in mind the
Speaker:conversation and this article, we need to
Speaker:move on from search engine optimization
Speaker:and actually get your colleagues who are
Speaker:not marketers excited about search
Speaker:experience optimization. And as a result
Speaker:of which, then you move away from that
Speaker:only thinking about Google and Bing and
Speaker:the others, although people always think
Speaker:about Google. And then it plays to this
Speaker:idea of it's wherever your customers is
Speaker:currently gaining information. You know,
Speaker:the forum, the local business club,
Speaker:newsletter, that kind of thing. You know,
Speaker:they are searching for information and
Speaker:your job is to optimize the experience
Speaker:and for you to become their favorite. So
Speaker:here we go. SEO nowadays equals search
Speaker:experience optimization.
Speaker:Perhaps you've just coined the new
Speaker:phrase.
Speaker:I'm not sure. I'll check it. And if I
Speaker:have, it was done on episode 25.
Speaker:And all credits to Pascal Fintoni. Yeah
Speaker:it we definitely need to reflect on what
Speaker:SEO is all about and move away from this
Speaker:potentially way too prescriptive. That
Speaker:was website stories, let's move to our
Speaker:next segment which is the website engine
Speaker:room.
Speaker:Now In this segment of the show we choose
Speaker:1 app each, a software solution, maybe a
Speaker:piece of kit that can make life easier as
Speaker:a website manager and website content
Speaker:creator. And of course excitedly, this
Speaker:being number 25, that means that we've
Speaker:reached now 50 apps and online solution
Speaker:which is pretty incredible and there will
Speaker:be a very special announcement very soon
Speaker:about this. Jonny what is your selection
Speaker:for today?
Speaker:Well today's is a tiny bit of a naughty
Speaker:1. LinkedIn certainly if they were
Speaker:listening wouldn't be agreeing to it but
Speaker:it's called Linked Helper and it's about
Speaker:automating automation on LinkedIn and now
Speaker:I'm not suggesting that your entire
Speaker:profile should be fully automated but
Speaker:what I am suggesting is that in this day
Speaker:and age of AI workflows things that
Speaker:you're doing on a regular basis things
Speaker:repeated tasks can easily be done with
Speaker:something like Linked Helper. It's a
Speaker:great way to automate DMs, to automate
Speaker:responders, to automate invitations, to
Speaker:export contacts, to be able to integrate
Speaker:with your CRM, to be able to integrate
Speaker:with auto email workflows. So there's a
Speaker:lot of integration that you can have and
Speaker:it's a very easy tool to use once you
Speaker:understand the UX of it. It's a great way
Speaker:to automate the work but also to
Speaker:ultimately boost your profile and create
Speaker:conversations. So there is sort of a
Speaker:caution on there that you've got to be
Speaker:careful how you use it and not overuse it
Speaker:in terms of LinkedIn's guidelines. It's
Speaker:about following LinkedIn's guidelines but
Speaker:it's about using the tool to automate
Speaker:some of the manual processes that you
Speaker:might be doing and to and also not to
Speaker:just blanket the same message to every
Speaker:single person but actually to be really
Speaker:quite clever in how you use it so and
Speaker:that comes down to to really segmenting
Speaker:your potential audience and your
Speaker:potential clients. So I'm talking about
Speaker:finding a handful of people, not hundreds
Speaker:of thousands of people. And that handful
Speaker:really sending a very, very clear,
Speaker:relevant message that's going to
Speaker:ultimately, hopefully engage. So LinkedIn
Speaker:Helper, it's a tiny bit of a naughty 1,
Speaker:as I said, LinkedIn don't really like it,
Speaker:let's be honest, but it's a great way to
Speaker:automate some of those workflows.
Speaker:Thank you very much. So you will recall
Speaker:that in episode 24, we spoke a lot about
Speaker:YouTube and some of the changes they're
Speaker:making and, and that, you know, it is
Speaker:part and parcel of a website experience
Speaker:for someone to watch a video that you
Speaker:either produced, co-produced, or maybe
Speaker:you were a guest on a webinar and you
Speaker:want to embed that onto your blog or even
Speaker:landing pages. And I've had some feedback
Speaker:from clients saying that on occasion,
Speaker:they copied and pasted the URL that you
Speaker:get from YouTube, Johnny. But then when
Speaker:they look at it on their laptop or mobile
Speaker:phones, sometime the video doesn't appear
Speaker:to be full screen or sometime it's too
Speaker:big and you can't see all of it and so
Speaker:on. So there can be for some website,
Speaker:depending on the coding, some issue
Speaker:around the embed. So I have a solution
Speaker:for people. It's a platform called
Speaker:embedresponsively.com where you copy and
Speaker:paste the URL of a YouTube video. In
Speaker:fact, they offer other platforms like
Speaker:Vimeo and more. And it gives you a code
Speaker:you can copy and paste into your CMS that
Speaker:would give you that responsive video. So
Speaker:it would resize itself and position
Speaker:itself really neatly no matter the device
Speaker:your customers are using. So it's an
Speaker:extra little step that's gonna probably
Speaker:help you out from a user experience and
Speaker:first impression which are ever so
Speaker:important. A little additional tip I want
Speaker:to give to people as well as a reminder
Speaker:is within the URL that you're going to
Speaker:get and the code, there's the address of
Speaker:the YouTube video, you'll recognize it
Speaker:very, very well. If you add the following
Speaker:at the end of that web address for the
Speaker:YouTube video, which is question mark,
Speaker:R-E-L equals 0 at the end of that URL,
Speaker:more often than not, you will avoid
Speaker:essentially at the end of the video being
Speaker:played to show related content from maybe
Speaker:the competition or frankly some
Speaker:completely unread content but that are
Speaker:not even a business like and so on and
Speaker:what you'll find is that if you add the
Speaker:question mark rel equals 0 at the end of
Speaker:your YouTube URL it will show videos from
Speaker:your channel more often than from other
Speaker:channels that could be also a neat trick
Speaker:but the most important thing is to make
Speaker:sure that your YouTube videos is
Speaker:responsive no matter the device and no
Speaker:matter the platform used by your
Speaker:customers.
Speaker:Fantastic, thank you very much Pascal. So
Speaker:as you said that is now 50 tools or apps
Speaker:we've mentioned on the website engine
Speaker:room. I imagine that we're going to do
Speaker:something with that, Pascal.
Speaker:We are indeed. You're going to have to
Speaker:wait for episode 26 for the big
Speaker:announcement.
Speaker:And with that note, we'll move to our
Speaker:last section, which of course is the
Speaker:website call to action.
Speaker:This is about the 1 change, 1 adjustment
Speaker:that can make really your website work
Speaker:harder for you. So Johnny, what is your
Speaker:recommendation for today?
Speaker:AI chatbot. I'm going to just dive in. I
Speaker:think it's about embracing it and it's
Speaker:about going out researching, finding a
Speaker:chatbot that fits your business. There's
Speaker:so many out there right now and there's
Speaker:good and bad, don't get me wrong, there's
Speaker:definitely good and bad, but the ability
Speaker:for you to be able to respond to
Speaker:potential clients or even existing
Speaker:clients in a very quick, timely manner to
Speaker:be able to signpost them, to be able to
Speaker:listen to them, to be able to take
Speaker:contact details to ultimately create a
Speaker:lead I think is totally worth it. So you
Speaker:know the caveat here is that it does need
Speaker:some testing, it needs some trialing, you
Speaker:need to you to really test it, you need
Speaker:to really think about it. But you know if
Speaker:you've for example if you've got a
Speaker:knowledge base already and you can share
Speaker:that knowledge base with the AI tool.
Speaker:It's gonna fully be able to start
Speaker:answering questions I'm seeing this in in
Speaker:so many well-known brands this I said
Speaker:good examples and bad examples but you
Speaker:don't know what it's like until you start
Speaker:trying it. So my advice as a 1 quick
Speaker:change or adjustment is to start
Speaker:researching a couple of different AI
Speaker:tools that can act as a chatbot on your
Speaker:website and have that sort of live stroke
Speaker:AI chat on the website to ultimately
Speaker:enhance engagement and to be ultimately
Speaker:really quick and responsive.
Speaker:And I think for me, there's 2 kind of use
Speaker:cases. There's 1 where you have this
Speaker:issue of abundance of content. Let's say
Speaker:you have a very, very busy blog or maybe
Speaker:you've been running a podcast videos for
Speaker:a while. And actually as a element of
Speaker:customer service, customer care, the AI
Speaker:chatbot could help me spot the articles
Speaker:of the podcast that is most relevant to
Speaker:me right now, based on my query. And then
Speaker:the other, the flip side is essentially
Speaker:the FAQs of sort. Now you've got to be
Speaker:careful there's plenty of examples out
Speaker:there of brands who've got it completely
Speaker:wrong where it becomes an irritant as
Speaker:opposed to anything that supports you. So
Speaker:the testing and walk into the shoes of
Speaker:your customers is important but where
Speaker:there is choice, where there is decision
Speaker:to be made, this is where the chatbot can
Speaker:come in and and you should also lean on
Speaker:that and make sure that it becomes almost
Speaker:like a mascot to the business. So don't
Speaker:do what people have done which is to try
Speaker:and lie and pretend that it was a real
Speaker:person talking to you, it's pointless.
Speaker:Announce it, People are becoming more and
Speaker:more familiar with it. But every visitor
Speaker:on a website with a chatbot will also
Speaker:have had a bad experience. So how can you
Speaker:stand out? Yeah, for sure.
Speaker:Yeah. What is your website
Speaker:called? So mine actually, I must thank a
Speaker:customer of mine because they learned a
Speaker:very, very painful lesson by not doing
Speaker:enough prep in and around attending a
Speaker:conference. So as part of that content
Speaker:strategy, which is actually something
Speaker:that I recommended they did, they wanted
Speaker:to do a series of roundup articles about,
Speaker:you know, the different talks and
Speaker:different keynotes addresses and so on.
Speaker:But they kind of went to the conference
Speaker:without a plan. And that is really
Speaker:tricky, because that meant that when they
Speaker:came back, the content creation bit, if
Speaker:you like, of a roundup articles journey
Speaker:took far, far too long. So my advice
Speaker:would be research your industry events,
Speaker:particularly those of interest to your
Speaker:audience. So be careful not to go to a
Speaker:conference of interest to you write a
Speaker:roundup that your customers couldn't care
Speaker:less about. So look at the next 6 months,
Speaker:look at industry events that will be of
Speaker:interest to your audience, select the 1
Speaker:you're gonna go to and plan in advance
Speaker:how you're gonna go about doing the
Speaker:roundups and even start to do some draft
Speaker:versions. You can come up with the
Speaker:titles, you can start to run the mini
Speaker:biographies of the speakers, you can do
Speaker:the research of photography, you can do
Speaker:so much preps. And then when you get to
Speaker:the event, you can use some of the
Speaker:techniques that we explored on website
Speaker:culture action, use audio recording, use
Speaker:AI transcription, do a number of things
Speaker:to make sure that those event roundups
Speaker:are not too punitive. Therefore, once
Speaker:again, you have to prep and prep and prep
Speaker:to make sure that your content creation
Speaker:is very, very seamless and there's little
Speaker:friction as possible.
Speaker:And that, for me, is 1 of the biggest
Speaker:things that builds trust. So trust is
Speaker:what people make decisions on, whether
Speaker:they're going to buy from you or not. And
Speaker:a lot of people make assumptions that
Speaker:build trust and buy you, you have to be
Speaker:real, you have to be authentic. You have
Speaker:to be genuine. But, but the simple fact
Speaker:that you're talking about an industry
Speaker:event that's coming up that you're
Speaker:potentially going to and you're doing a
Speaker:bit of a roundup, people make a huge
Speaker:amount of assumptions around that. They
Speaker:in terms of your network, in terms of
Speaker:your capability, in terms of your
Speaker:knowledge and why not ride on that wave
Speaker:and build that trust. So I think it's a
Speaker:brilliant idea that ticks so many boxes,
Speaker:not just the content marketing box and
Speaker:the sort of keeping relevant, but the
Speaker:building trust. So yeah, I like that,
Speaker:Pascal.
Speaker:Thank you very much.
Speaker:That was episode 25 of the 90-day website
Speaker:mastery podcast. That's it for today. The
Speaker:audio companion of the 90-day website
Speaker:mastery program. For more information
Speaker:please visit 90daymarketingmastery.com
Speaker:and you will be able to book your
Speaker:discovery call with either myself or
Speaker:Pascal. We'll be back with another
Speaker:episode. In the meantime, feel free to
Speaker:send your questions, share your preferred
Speaker:app and links to your website. Once
Speaker:you've made the changes we spoke about,
Speaker:we'd love to give you a shout out. But
Speaker:that's it for now. Bye everyone. And
Speaker:we'll leave you with a fun video and
Speaker:audio montage whilst you go through your
Speaker:notes and actions. Thanks so much for
Speaker:joining. Please, please, please if this
Speaker:was helpful, if this was of interest, not
Speaker:only tell your friends but click that
Speaker:follow or subscribe button, whatever
Speaker:platform you're on, because that is a way
Speaker:that makes us feel like we're making a
Speaker:difference. And whilst we love being
Speaker:here, and I was talking about it being a
Speaker:bit of a therapy session, Just the fact
Speaker:of seeing our numbers increase, the
Speaker:power, I don't think I can put into words
Speaker:what that would achieve for us. So please
Speaker:do like, follow, share and subscribe. And
Speaker:we'll see you all soon. And I'll leave
Speaker:you with this audio and video montage.
Speaker:Take care. Cheers Pascal.
Speaker:Bye bye.
Speaker:Hey! Whoa!
Speaker:Hey! Hey! Hey! Hey! Hey!
Speaker:Hey!
